China's largest online travel agency, Ctrip, has reported an 80% increase in applications for multiple-entry visas to South Korea over the past month. This surge follows the South Korean government's decision in March to lower the barriers for issuing multiple-entry visas to residents of major Chinese cities. The South Korean tourism market is now witnessing a shift from group tourists visiting duty-free shops and attractions to individual travelers who frequently return for K-pop concerts, beauty experiences, and shopping.
According to the Ministry of Culture, Sports and Tourism on June 18, the government has been issuing five-year multiple-entry visas since March 30 to Chinese and Southeast Asian nationals with prior travel experience in South Korea. Additionally, a program is in place to grant up to ten-year multiple-entry visas to residents of 14 major Chinese cities, including Beijing, Shanghai, and Shenzhen.
Since the relaxation of visa policies, relevant metrics have shown significant growth. Data from eight Korean Visa Application Centers indicate that the issuance of general tourist (C-3-9) multiple-entry visas rose by 10% in April compared to the previous month. Notably, Ctrip reported an 80% increase in multiple-entry visa applications during the same period. Posts on social media asking about eligibility, application procedures, and duration of stay for multiple-entry visas have also increased.
The tourism industry believes that the expansion of multiple-entry visas is transforming the profile of visitors to South Korea. While previous Chinese tourists primarily focused on popular shopping areas like Myeongdong and duty-free shops, there is now a growing demand for individual travel centered around specific interests such as K-pop concerts, fan meetings, musicals, and beauty treatments.
The Ministry is also shifting its marketing strategy from group tours to individual tourism targeting residents of major Chinese cities. Collaborating with local online travel agency Feizhu, the government is promoting content aimed at solo travelers, including experiences like attending concerts, fan meetings, and musicals, as well as offering products that encourage repeat consumption, such as beauty and hair care services.
In line with this strategy, the Korea Tourism Organization is hosting the "2026 Shenzhen APEC Korea-China Tourism Exchange Special Week" in Shenzhen's Futian District, which began on June 16. The government is also working with Chinese online travel agency Qunar to introduce short weekend trips and regional tourism products, while promoting travel packages utilizing regional airports such as Gimhae, Daegu, Cheongju, and Yangyang.
The changes in the Chinese tourism market are impacting the overall domestic tourism industry. Unlike the past focus on increasing the number of tourists, the emphasis is now on securing individual travelers who are likely to return.
Recently, the government met with key platform operators, including Naver, MyRealTrip, YeoGiga, Tripbtoz, Thank You Camping, and Campit, to discuss strategies for enhancing competitiveness in the tourism market. The discussions particularly focused on addressing long-standing issues such as overpricing and unilateral reservation cancellations.
The government is pursuing the introduction of a "Fair Pricing System" and plans to incorporate regulations against unjustified reservation cancellations into the Tourism Promotion Act. It is also considering amendments to strengthen penalties for non-compliance with displayed prices by accommodation providers.
Yang Kyung-soo, head of the International Tourism Division at the Korea Tourism Organization, stated, "We plan to expand tourism content related to K-content to convert overseas consumers who have experienced K-content into actual visitors to Korea." The government and tourism industry aim to leverage the increase in individual tourist demand resulting from the expansion of multiple-entry visas to enhance regional tourism and content consumption.
* This article has been translated by AI.
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